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ING Vysya: Treat Money Well

By Poojya Trivedi , afaqs!, New Delhi | In OOH News | December 22, 2010
The company's target audience comprises high net worth individuals in SEC A1 and A2, between the ages of 25 and 65 years.

The year 2010 has witnessed many innovative and engaging campaigns at BIAL (Bengaluru International Airport Ltd). The latest to join in is ING, the global brand in banking and finance.

ING Vysya Bank recently launched its outdoor campaign, "Be Good at Money" in India. The campaign was executed across airports in cities such as Bengaluru, Hyderabad, Mumbai and New Delhi. The campaign is aimed at creating high visibility and reinforcing ING's customer focused approach.

The current campaign at BIAL is part of ING's global campaign conducted at various other airports. Here, the ING brand dominated the airport with simple messaging spread across various formats. The campaign has been executed by JCDecaux Advertising.

The multiple formats, which are spread across the airport, include lightbox, glass fa├žade branding, wall wrapping, aerobridges, MUPI and interactive kiosk. The ING Lion has been used at the aerobridges, along with the messaging on the cubicles.

The message for the campaign is quite simple: "Be Good with Money". The objective of the campaign message is threefold -- to stimulate by triggering need; to educate by spreading knowledge and know-how; and to activate by providing purchase mechanics.

Pramod Bhandula, managing director, JCDecaux Advertising India says, "The best thing about the ING campaign is simplicity of the message, which goes down well with the general public. The available ambient media has been put to best use to address the travellers at all major entry and exit points of the airport, including the prominent aerobridges."

The campaign is developed based on ING's belief that inside every person is a financial pro. Thus, the campaign strives to empower people to be good at money. Thus, various messages on every outdoor creative entice travellers to know more about the bank's products and services.

Frederic Brun, chief operating officer - airport, JCDecaux Advertising India, says, "We have revolutionised the jet-bridges branding in Indian airports by offering larger and better visibility to our client with international standard quality of executions."

As a strategy, the campaign is hosted at select airports and surroundings, and is supported by online presence, to be visible to the target group. The target audience for the company comprises high net worth individuals in SEC A1 and A2, between the ages of 25 and 65 years, who travel both nationally and internationally. The company targets both B2B and B2C segments.

Rene Baumann, vice-president, commercial, BIAL says, "ING Vysya's presentation at the airport (BIAL) is a testament to the fact that the airport provides an ideal innovation platform for brands to make statements, either tactical or corporate."

The campaign, which began a month and a half ago, would be active for three to six months across various media.

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